Jeffrey Zurofsky

It's let the ingredients speak for themselves and the rest will, the rest will come.

So,

When we first opened our first location, it was a shock.

We didn't know what we were doing.

We were all fine dining chefs, but we never really worked in or opened something that was meant to do a lot of volume and a lot of covers.

The response and reception was incredible.

What does that mean?

Yeah, we had lines out the door.

It's a high-class problem to have, but we had lines out the door.

people responded really well to what it is we were making, even more so than I think we expected.

Correct.

We had 17 menu items.

Each one was an individual creation, but all of them sort of stemmed from the same background of seasonal produce or seasonal meats that were locally sourced, or we at least had transparency into the maker of the

of the product.

And so what was really amazing, and this is the problem that we encountered was the response was so great.

We didn't, we just didn't know how to produce that much food in that short period of time and set a customer expectation.

You know, most people were, were used to buying stuff at, you know, in two or three minutes at a fast food spot for sure.

Um, uh, you know, you're, uh, I don't remember exactly how much we did in that first year.

But what it was exceeded our expectations and exceeded the volume of what people had done before in terms of the price that we could charge for the same product.

same lunch meal right so think of people go out to walk out the door at lunchtime and they have a choice and they can get something for five bucks they can get something for 10 bucks and we had obviously um put together an offering and a service and an atmosphere in this spot where people were comfortable spending a lot more uh for something a lot better and so so would you say i'm going to try and get a nailed on a range even if we don't have an exact number would you say more more or less than a quarter million bucks going through the top line oh